Latest stories

Don’t ask your customers what they need, focus on the job to be done

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Stairs and doors

Companies increasingly aim to understand their customers’ needs and preferences to develop effective and appealing products. This typically requires conducting market research and gathering insights from sales, marketing, and R&D teams. However, such collaborative efforts can inadvertently result in confirmation bias, where teams affirm their pre-existing beliefs rather than gaining new...

Machines don’t replace us, they change the way we work

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Industry with machines and automation

Nearly two centuries ago, Charles Babbage noted that new tools and technologies available in his time caused a sustained substitution of tasks performed by humans. This is one of the observations of the father of computing in his book On the Economy of Machinery and Manufactures. With every increase in knowledge, just like with the invention of each new tool, human labor is reduced. Charles...